The Effect of Uniqueness on Word-Of-Mouth Agency: the Moderating Roles of Product Category and Availability

This research explores psychosocial benefits and costs associated with WOM agency. We demonstrate that while being a WOM agent may be attractive for consumers who are market mavens, WOM agency may hurt consumers who are high in their need for uniqueness. Study 1 demonstrates that the detrimental effect of WOM agency is greater for publicly consumed than for privately consumed luxury products. Study 2 replicates the hypothesized effect by manipulating uniqueness. Study 3 identifies boundary conditions for this effect: the effect of need for uniqueness on public luxury products is attenuated when the product is not available for general purchase.



Citation:

Amar Cheema and Andrew Kaikati (2007) ,"The Effect of Uniqueness on Word-Of-Mouth Agency: the Moderating Roles of Product Category and Availability", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 519-521.

Authors

Amar Cheema, Washington University in St. Louis, USA
Andrew Kaikati, University of Minnesota, USA



Volume

NA - Advances in Consumer Research Volume 34 | 2007



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